There’s a lot to be said about social media these days. Seems every morning there is a new catastrophe brought on by our own elected officials or by some outside force, even a force of nature. We become reactionary. We hide behind our screens. We see news pop up and depending on the social media options you use, you’ll either see more or less – but you’ll still have to face the social element of the media.
Those that are just focused on people meet and greet apps are prone to running into those that don’t share the same political opinion. Swipe left to avoid a potentially awkward encounter. Of course, in those apps like Coffee Meets Bagel or Soul Swipe you don’t have to dive as deep into the political sphere in your profile so you may chance an encounter with a new connection only to find out that they’ve drank the Kool-Aid of the opposing view. This assumes you actually meet in person and you don’t spend majority of the time texting back and forth.
So let’s take texting apps in into consideration. What if you actually had to talk to the majority of the people you were communicating with. Texting and emailing is very much the preferred comms method of the day, with apps like WhatsApp and WeChat simplifying the go-between, but does it actually make us more social? I’d argue that we’ve become much more anti-social because of social media these days. Sticking to characters and emojis rather than reaching out to call someone, or god forbid have a face to face conversation.
More and more social media apps will continue to pop-up, but the real question will be whether or not we will ever be able to have civilized discussions and debates ever again or if we’ll all succumb to the social media bubbles we exist in and leave face to face interaction to chance.
The long tail. The generated sales based not on the popular traditional media, but on the lesser known selection now widely available through various digital channels. The article “The Long Tail” which appeared in Wired’s October 2004 issue went a long way into foreshadowing the next decade to come. There was much that I found particularly eerie, as I’ve watched the fall of several major retail institutions that I grew up with and enjoyed frequenting when I had the time.
Let’s begin with Blockbuster. I spent my Friday evenings there from 1993 – 2003 with my Dad, siblings or friends preparing to get into our weekend ahead. Every time you walked in the door, you didn’t know what you were looking for (or maybe you did) but when you found it, it was like striking gold. One movie, one video game, one candy was the standard rule. Conversely, there was always the risk you wouldn’t find a copy of what you were looking for behind the box cover for the latest game. There were several weeks in 1993 where Mortal Kombat wasn’t available on any system, and I was devastated. Nothing like seeing shelves lined with empty boxes because the games were all checked out. You didn’t need the recommendation, you went by the cover and the summary description on the back. If it looked halfway decent, you rented it. So different today, with the age of Netflix and Sling where everything is on demand, streaming and at your fingertips. Along with user ratings and recommendations based on what you’ve previously viewed. There’s a small element of chance with it, but looking back it really takes the fun out of the experience.
Now, I began my PR career in the music business. I have the utmost respect for musicians of all genres trying to sell their music for pennies on the dollar. The long tail sales game that’s come out of the digital revolution is an ugly one. The Wired article didn’t take into account that streaming services would ultimately kill physical sales entirely. Of course, piracy factors heavily into that as well, but piracy was just as much a part of the digital revolution as streaming video. The ability to rip a song onto MP3 and listen to it on an iPod in 2001 was brand new. I remember seeing my first iPod when I got to college in late 2003. I was amazed. I couldn’t wait until I could afford one so that I could stop burning CDs. I had already discovered the long tail upon working for my college radio station and realizing there were incredible bands, specifically from Scandinavia that I would have never heard had I not discovered them through the radio and the internet. I sought out any MP3’s I could get my hands on from these rare bands and found myself stockpiling burned CDs. The iPod would make that much easier. Of course, that didn’t mean I wasn’t still completely bummed out when my local Tower Records and Sam Goody closed down because of the digital revolution. I loved the feeling of going into a record store and picking an album out that I’d never heard and playing it in the car as I drove home. While I can still do that today through the last remaining stores like FYE or Best Buy, digital music has just made finding weird bands that much easier.
The Economist’s article “Hidden in the Long Tail” published a little over ten years after Wired’s article ran brings many valid points to light about the technological advances helping the lesser known brands and media properties succeed in the present day. No longer is it truly necessary to have a brick and mortar storefront, instead a well-designed e-commerce site and good word of mouth or SEO promotion can gain you a customer base. If you have a product that caters to a niche audience, like documentaries or the like, and you’ve found a platform to do it in – by all means, advance the system. I think the Long Tail for Netflix, while they beat the system by offering so many titles through the mail, was that they saw the digital revolution happening with the music industry and beat every other competitor to the punch by adapting to video streaming faster than any other company. Now their stock is soaring. If you’d invested 10 years ago, you’d be making great returns now. Same goes for Amazon. But not so much for Blockbuster, Borders or Tower Records.
The whole fake news phenomenon isn’t something that’s original in America. I remember going to the supermarket as a kid and begging my Dad to buy me the latest copy of Weekly World News. Now clearly, the Weekly World News was designed as the be-all-end-all newspaper for conspiracy theorists and nutjobs who were too far gone to even read US Weekly or the traditional celebrity rag. The tabloid ceased print production in 2007 and seemingly left a void in the phrase, “Don’t believe everything you read.”
Fast forward to 2016 and the widely scrutinized election. Our now President Donald Trump (as of 12:30 PM EST this afternoon) and rival Senator Hilary Clinton are fighting hard on both sides, with supporters trying to sway opinions of undecided voters left and right. This election, things are different. Social media has completely taken over the way we receive information. People are writing complete fallacies for websites which cater to specific parties merely to get the ad revenue that comes from click through.
Social media sites like Twitter and Facebook have begun implementing policies to fact check certain suspect articles because the sad truth is, majority of the American public is media illiterate. And even with certain sources being fact checked by professionals, you still have the ignoramus in the crowd who will contest that accuracy because they want to believe what they read is real because it promotes their ideologies.
Our nation’s third President Thomas Jefferson is quoted as writing “If a nation expects to be ignorant and free in a state of civilization, it expects what never was and never will be.” Truer words could not be said in a day and age of half-truths and falsehoods written simply to incite people to believe what they want to believe and not take into consideration facts as reported by trusted sources of media. It’s a weird day in the U.S. when your friends post findings that are wildly inaccurate (from both sides) and you ultimately feel like you’ve plugged back into The Matrix. For most Americans, they’d rather take the blue pill. “You take the blue pill, the story ends. You wake up in your bed and believe whatever you want to believe,” says the all-knowing Morpheus. “You take the red pill, you stay in Wonderland, and I show you how deep the rabbit-hole goes.” I’m of the mindset to always take the red pill. For better or worse.